And, we can see why …
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The Lyst Index, which ranks the fashion world’s hottest brands and products, has released its report from the end of last year, with some interesting results. The index, which typically engages with premium and designer brands, had two high street entries in its ten hottest products of the quarter. Ranking at number five is a pure cashmere sweater by COS, while coming in at number ten are Massimo Dutti’s leather penny loafers. Both products speak to the current appetite for quiet luxury and effortless wardrobe staples.
Black leather loafers, €129, at Massimo Dutti.
To deduce the hottest products, Lyst’s formula filters more than eight million items by volume via social media mentions alongside searches, page views, interactions and sales on the app. Joining the ranks of the most popular items was Ugg’s Classic Ultra Mini Boot (Ugg searches are up 358 per cent over the last three months!), as well as the Coach Brooklyn leather shoulder bag, which took the title as the most popular item of the last three months. It’s not surprising: at €350, the Brooklyn Shoulder Bag 28 is a solid mid-range price for a leather designer bag that’s a practical size.
Even more interestingly, COS was a new entry into the top 20 clothing brands of the quarter, beating off luxury labels Totême, Chloé and Ralph Lauren to rank at number 17. (The high street brand, owned by the H&M group, has just announced Oscar-winner and star of The Brutalist Adrien Brody as the face of its SS25 menswear campaign.) According to Lyst, demand for COS increased by 16 per cent at the end of last year, thanks in part to its aforementioned viral cashmere sweater, which is a dupe for similar pieces by The Row. Meanwhile, Miu Miu remained at the top of the list as the number one brand of the last three months.
Grey cashmere crew-neck jumper, €250, at COS.
This isn’t the first time that high street items have pervaded The Lyst Index. Recent viral items such as Uniqlo’s unisex Round Mini Shoulder Bag – a veritable steal at €14.90 – was one such other high street item to make the list previously, suggesting that a lust-worthy item doesn’t always hinge on an aspirational price tag. Speaking to that idea, in a noteworthy swerve the average price of 2024’s hottest products has decreased by 27 per cent year on year, with the average spend coming in at $628 per item.
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